EFFECTIVELY USING SOCIAL MEDIAK-STATE VET MED GUEST LECTURE– SEPT 1, 2011

Science based

information from K-State Research and

Extension

Where the people are

Youtube

Facebook

Blogs

Twitter

FlickrSlideshar

e

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Supporting Social Media Platforms

(Link, embed)

Conversation spaces

Your Social Media Goals Could Include…

•Drive people to website•Build relationships•Build educational content•Be responsive/timely in meeting needs

… and more goals

•Be more relevant•Get those outside of your organization talking about you

•Multi-purposing your work•Energizing client base/community•Establish support among community

Think about

• Key customer, client, community member• Why would they care?• Do you have ways for members of your community to interact, comment

• Is your information mobile accessible?

The Social Media “What For?

• Connect with Interested People• Challenge/Ask questions• Share Interesting Information• Be Present at the Social Media Table• Serve our Clients• Track/Monitor • Share Crucial Information

Keys to Success• Provide something they can’t get anywhere else

• Demonstrate passion for your work

• Follow fundamental business acumen.

• ROI? Sure…but also a ROR (return on relationships)

Who, what, where, why, how?

Why do you want to monitor social media?

Who do you want to monitor?

What do you want to monitor in social media?

Where do you monitor in social media?

How will you use the results?

Purposeexamples

Companies want to track reputation, brand, & product mentions to increase sales.

Companies want to monitor what consumers are saying about their own or their competitors' products.

Companies want to monitor what consumers are saying to improve their products and services. 

Listen

Content (what's being said) 

Context (where is it being said)

Sentiment

What are the gaps in the conversation?

Volume (strength of the conversation; higher in volume, greater vibe).

Determine next step

Join conversation

Become engaged

Develop relationships

Find and utilize influentials

Use what you learned to integrate into programming

    Can you be helpful--just by joining the conversation

    Is the community teaching you something you did not know?

Evaluation

What kind of change in content and context

What kind of change in sentiment (when referred to your materials or references)

Did you fill a gap?

Volume in change in links (visited/comments/references)

Is there evidence of learning? Changed behavior?

>>>Use relationships to assess changed behavior

Examples• AgChat…agvocacy• Farm Progress Show 2011 … event promotion• Ag Media … multipurposing content• Farmers for the Future…water cooler discussions• Farm Blogs…information sharing• Others?

Questions? Comments?

Elaine Edwards, elainee@ksu.edu785-532-5851

@elainecarol• Thanks to Anne Adrian and Terry Meisenbach, eXtension.

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